New research suggests that the average supermarket shopper is willing to pay a premium price for locally produced foods. The study also showed that shoppers at farm markets are willing to pay almost twice as much extra as retail grocery shoppers for the same locally produced foods. Both kinds of shoppers also will pay more for guaranteed fresh produce and tend to favor buying food produced by small farms over what they perceive as corporate operations, according to the study. The study, conducted by Ohio State University researchers, is published in the May issue of the American Journal of Agricultural Economics.
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